Advice from creative consumers: a study of online hotel reviews

This study explores what creative consumers are compelled to say about hotels through online reviews. Online reviews are highly influential, with consumers preferring the advice of other consumers over industry experts or information provided by the marketer. Over 7,000 online hotel reviews posted on TripAdvisor were examined, using Leximancer, a content analysis tool. This study provides insights on the factors contributing to guest satisfaction and dissatisfaction in luxury hotels and moderate hotels. It also demonstrates the importance of the information provided by creative consumers, both in terms of market research and as part of an overall marketing communications initiative.